Paper goods giant SCA Hygiene is hoping to experience the sweet smell of success by launching scented rolls of toilet paper.

The company said the floral fragrance in new Aroma Velvet, which is added to the cardboard core, has been introduced to capitalise on the growing demand for pleasant smelling products within the home.

SCA plans to back the newcomer with a #2.2m round of spending which will include television advertising. Other initiatives to back it will include squeezy shelf dispensers, allowing shoppers to experience the aroma before they buy.

The new launch will hit shelves at a slight premium over other quality offerings, costing £1.89 for four rolls.

Nina Lavery, brand manager for Velvet, said that Aroma would herald a return to adding on product benefits after the recent focus on price competition and sheet count between tissue brands.

She also pointed to the fact that the value of the UK home fragrance market had risen 17% in the past year, according to figures from ACNielsen. "Aroma Velvet recognises a trend within the sector," she added. "In research, two-thirds of consumers who experienced Aroma stated that they would purchase the product." {{MARKETING }}